Singapore Airlines launches network-wide meal pre-ordering
Singapore Airlines (SIA) has launched a new service enabling customers travelling in Suites, First Class and Business Class from anywhere in the Airline’s global network to pre-order main courses from their flight’s menus. SIA is the world’s first airline to roll out this bespoke service on all flights across its network. There are also plans to extend it to Premium Economy Class in the near future.
Following a well-received soft launch in August 2018 for flights to and from North Asia, customers travelling in Suites, First Class and Business Class on any SIA flight may now view the in-flight menu for their flight on the Airline’s website, singaporeair.com, and pre-order their main courses, ensuring their choice of meal.
Customers may pre-select their meal choices anytime from three weeks before travel up to 24 hours before flight departure. The new service complements the existing Book the Cook programme, which enables customers in Suites, First Class, Business Class and Premium Economy Class on selected flights to pre-order main courses from a separate menu of up to 68 choices.
SIA’s Book the Cook programme features a wide range of gourmet main courses that include classic Western-style favourites, healthier ‘wholesome’ and meatless choices, popular Asian dishes, iconic Singaporean fare familiar to home, and exclusive creations from the Airline’s International Culinary Panel of acclaimed chefs.
SIA extended its Book the Cook service to Premium Economy Class when the new class of travel was introduced in 2015. “The response to our soft launch of the new meal pre-ordering service was very encouraging, and we are now pleased to offer it to all premium-class customers travelling across our global network,” says Mr Yeoh Phee Teik, Singapore Airlines’ Senior Vice President Customer Experience.
“The introduction of this new service is another of our industry firsts, and demonstrates our commitment to the constant enhancement of our product and service offerings, and our increased focus on personalisation for customers, both on the ground and in the air.”